Menthol Cigarette Market Size, Share & Trends Analysis Report By Capsule (Single Capsule, Double Capsule), By End-use (Male, Female), By Region (North America, Europe, APAC, Latin America, MEA), And Segment Forecasts, 2025 - 2030

Menthol Cigarette Market Size & Trends

The global menthol cigarette market size was valued at USD 97.20 billion in 2024 and is projected to grow at a CAGR of 4.3% from 2025 to 2030. Growth of this market is primarily influenced by factors such as changing customer requirements, inclination towards products offering distinguish effect and mild smoke, the surge in disposable income level of young consumers, and the availability of menthol variants in the market.

According to The Tobacco Atlas, the number of male smokers increased substantially in medium-to-very high human development index countries in the 20th century. The total number of tobacco users worldwide, including both males and females, is nearly 1.25 billion. Effective marketing strategies embraced by the key market participants, such as giving out free sampling packs, content marketing, point-of-sale advertising, and more, have significantly influenced the growth of this market in recent years.

Unbidden irritation or taste associated with non-menthol products, refreshing or cooling impacts offered by menthol cigarettes, and increasing preference by occasional smokers have also driven the growing demand for menthol cigarettes. Additionally, trends of premiumization, enhanced pricing strategies, and inclination among brands to align product portfolios with changing consumer preferences are adding to the growth opportunities for this market.

Capsule Insights

The single capsule segment dominated the global menthol cigarette industry with a revenue share of 88.1% in 2024. The capsule added to the product's filter part is crushed during or before smoking these cigarettes. Innovation-based single-capsule products are preferred by a large number of smokers who are inclined towards the known or regular taste of menthol cigarettes. The flavor-based capsule offers a distinguished taste and improved experience. These aspects are expected to have driven the growth of this segment.

The double capsule segment is projected to experience the highest CAGR from 2025 to 2030. Two capsules infused in the same product offer multiple tastes and experiences for users. The two different capsules often have two distinct flavors, such as peppermint and berry mint. This product form is highly preferred by users seeking different tastes or experiences rather than by regular users.

End Use Insights

Male users held the largest revenue share of the global menthol cigarette industry in 2024. A large number of existing users primarily contribute to the growth of this segment. Additionally, factors such as cultural norms, behavioral preferences, and physiological influences also have an impact on male users. Assertive marketing strategies and effective point-of-sale advertising are expected to fuel the growth of this segment in the approaching years.

The female users segment is projected to experience growth during the forecast period. The increasing participation of women in the workforce, leading to higher exposure to stress and anxiety, ease of availability and accessibility, privacy and discretion offered by online portals and quick commerce platforms, and growing acceptance are some of the key growth driving factors for this segment.

Regional Insights

Asia Pacific dominated the global menthol cigarette market with a revenue share of 67.2% in 2024. This market is primarily influenced by factors such as the presence of highly populated countries such as India and China in the region and the existence of smoking for centuries in the culture and traditions of different civilizations. Additionally, the rising availability of multiple foreign and global brand products in the region also contributes to the growth of this market. The rise in disposable income levels, the large number of young consumers in the area, and enhanced accessibility through multiple points of sale add growth opportunities for this market.

China Menthol Cigarette Market Trends

China held the largest revenue share of the regional industry in 2024. The growth of this market is mainly driven by factors such as the large number of existing users, increasing availability of domestic and global brands, and effective marketing strategies embraced by companies. The prevalence of stress and anxiety driven by increasing work hours and peer pressure also contributes to the growing demand for menthol cigarettes in this market.

North America Menthol Cigarette Market Trends

North America held a moderate share of the global menthol cigarette market in 2024. Aspects such as product innovation, increasing demand from young users, and creative marketing strategies embraced by companies are contributing to the growth of this market. In recent years, multiple companies have expanded their portfolios with additions such as double capsule products, mixed flavors, and others.

The U.S. menthol cigarette market held the largest revenue share of the regional industry in 2024. This is attributed to many existing consumers, ease of availability, and prominent tobacco-producing areas in the country, such as North Carolina, Kentucky, and others. The indefinite delay in the proposed ban of menthol cigarettes in the country, discussed earlier by the previous administration and governing authorities, is expected to be further delayed or called off. This is anticipated to have a positive influence on this market in the coming years.

Latin America Menthol Cigarette Market Trends

Latin America menthol cigarette industry is projected to experience significant growth during the forecast period. The robust tobacco products production industry in countries such as Brazil, Argentina and others primarily influences this market. The rise in availability, significant growth in young consumers, and increasing demand from countries such as Chile also contribute to the growth of this market.

Brazil menthol cigarette market is anticipated to grow from 2025 to 2030. This market is mainly driven by the country's large tobacco production. The country's significant share in global tobacco exports, the availability of enhanced technology assistance, and the increasing consumption of flavored cigarettes are adding to the growth opportunities of this market.

Key Menthol Cigarette Company Insights

Some of the key companies operating in the global menthol cigarette market include Philip Morris Products S.A., Imperial Brands plc, BAT (British American Tobacco), Japan Tobacco Inc., and others. To address increasing demand and changing customer preferences, key companies have adopted strategies such as portfolio expansions, acquisition of other companies, collaborations, effective distribution strategies, and more.

• Imperial Brands plc, a company in the tobacco products market, offers a variety of products, novel offerings, and more. Its portfolio entails cigarettes, tobacco products and accessories, vapor, heated tobacco, oral nicotine, and more. The brands offered by the company include Davidoff cigarettes, Gauloises, West, Winston, and others.

• BAT (British American Tobacco) offers consumer goods products in multiple categories, including vapor, heated tobacco, modern oral products, and others. The company focuses on research and development to ensure innovation and the availability of products aligned with changing consumer requirements.

Recent Developments

• In October 2024, Japan Tobacco Inc. announced that it acquired Vector Group Ltd., a U.S.-based holding company. The acquisition is expected to enhance the company’s presence in the U.S. market while ensuring access to vast distribution networks in the country.

Menthol Cigarette Market Report Scope

Global Menthol Cigarette Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global menthol cigarette market report based on capsule, end use, and region:

• Capsule Outlook (Revenue, USD Million,  2018 - 2030)

  • Single Capsule

  • Double Capsule

• End Use Outlook (Revenue, USD Million,  2018 - 2030)

  • Male

  • Female

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Russia

    • Germany

    • U.K.

    • France

    • Italy

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia

    • South Korea

  • Latin America

    • Brazil

  • Middle East

    • South Africa